The two elements most involved in this change are certainly addressability – the ability to show your advertising messages to specific audiences – and measurement – the ability to measure the effects of campaigns on the audience , down to an individual level.
Today – and until the end of next year – the amount of information in the possession of companies is very high thanks to cookie technology.
As users become more aware of the use of data “left” online, the volume of visitor data has already started to decrease.
Then, when third-party data can no longer be used, the amount of sweden mobile database information capable of knowing and recognizing its online audience will be significantly reduced.
Digital Advertising Measurement
Internet Advertising: The Necessary First Step
So, how can you continue to profile your audience and measure the performance of your campaigns?
The first thing that companies must focus on today, and on which many have already started working, is the attention and care of First-Party Data , that is, known users, those who, voluntarily and knowingly, for various reasons, have disclosed some personal information (contact, interest, etc.).
These users are valuable because they allow companies to create a known audience base in order to then use probabilistic and modeling tools to project the information in their possession even to an unknown audience.
Good technology is interoperable
Secondly, it is necessary that the technology used is capable of processing any type of data and that it can communicate with the other platforms and technologies used. That is, it is interoperable , that is, it can create bridges between the different players in the market and give them the possibility to communicate in the most secure way possible.